重新探討零售業顧客滿意度：比較享樂型與功能型購物價值之差異

Re-examining Customer Satisfaction with Retailers: Differences between Hedonic and Utilitarian Shopping Value

10.6656/MR.2011.30.1.CHI.59

黃明新(Min-Hsin Huang)；黃麗君(Li-Jiun Huang)

滿意度 ； 享樂型購物價值 ； 功能型購物價值 ； Satisfaction ； Hedonic Shopping Value ； Utilitarian Shopping Value

管理評論

30卷1期（2011 / 01 / 01）

59 - 76

繁體中文

顧客滿意度的提升是零售商於當前競爭激烈的市場環境下，確保公司長期獲利的重要策略，行銷文獻上也對零售商顧客滿意度提出眾多且廣泛的研究。本文引用環境心理學之M-R理論建立研究之實證模型，涵蓋零售商顧客滿意度的前因及後果，並以消費者調查資料，驗證且比較享樂型和功能型顧客對商店滿意度的差異。本研究採用巢式結構方程模組進行假說檢定，結果發現：相較於功能型購物價值，商店氣氛、產品多樣化和銷售人員表現會讓享樂型購物價值產生較高的滿意度；此外，對享樂型的購物價值而言，商店滿意度會帶來較高的再光顧意願、忠誠度和正向口碑。本文最後提出管理及研究上的意涵供業界及學界參考。

Satisfaction continues to be an important measure of performance and retailing business success. This study compares the impacts of hedonic versus utilitarian shopping value of customers on satisfaction with the retailer. A conceptual framework of this study is proposed that considers repatronage intensions, loyalty and positive word of mouth as a consequence, and store atmospheres, assortments and salesperson performances as an antecedent of, satisfaction with the retailer. Nested structural equation modeling techniques are applied to data collected from customers in retail store to test the framework. Results of this study indicate that store atmosphere, product assortment and salesperson service affect satisfaction of hedonic shopping value more strongly than utilitarian shopping value. In addition, satisfactions affect hedonic consumers' repatronage intention, loyalty and positive word of mouth more strongly than utilitarian consumers'. The implications for retailing research and practice are discussed.

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